Retail Therapy: fashion stores in the fight against fatigue


You wouldn’t necessarily think so now that foot traffic is on the rise in Tokyo retail centers in the countdown to the holiday season, but consumers don’t seem very keen on opening their wallets in this regard. moment. While many fashion retailers were forced to focus on survival during this time last year, they are now looking to capitalize on the long-promised “rebound” that market analysts predicted.

However, stagnant sales due to rising commodity prices are preventing department stores from ditching the luxury items they typically thrive on, especially with hordes of foreign tourists still locked out of the country.

Isetan Shinjuku and Nihombashi Mitsukoshi entered the void, offering a i am green campaign that could help consumers justify these extravagant purchases. The campaign is actually a second-hand shopping service for fashion and other luxury items that emphasizes recycling and sustainability. This is obviously a laudable goal, except that such a change has already occurred some time ago among the youngest in the market.

More interestingly, the used retail service is the first of its kind to be offered in a Japanese department store. Large second-hand fashion franchises such as 2nd Street have hundreds of outlets across the country and the fact that high-end department stores are now starting to embrace the concept also indicates a real shift in strategy.

Of course, consumers are understandably going to be cynical about a campaign to flog sustainable consumption by retailers trying to sell them products. However, Isetan Mitsukoshi Holdings says the campaign was successful in its first month of operation, suggesting that the store has read the market well and is providing a service that people actually need.

The I’m Green service is now available in store, with plans to process online purchases in the future.

Beams Women Harajuku’s Vintage Mix Collection promotion runs until December 26. | BEAMS

Fashion retailers could also lower prices in an attempt to attract customers, but making less profit on each item won’t help outlets go dark and the tactics could damage reputation as well. of a store. It is best to bring a unique selection of items that have comparatively lower value to a store and make them available to customers with less purchasing power.

Beams Women Harajuku seeks to adopt such a tactic, offering a wide choice of vintage fashion items at a fraction of the price of new items in store.

The Vintage Mix Collection promotion runs until December 26.

Beams launched a virtual shopping experience as part of the 2021 Virtual Marketplace |  BEAMS
Beams launched a virtual shopping experience as part of the 2021 Virtual Marketplace | BEAMS

A number of buyers are still a little cautious about venturing into busy retail environments due to concerns over the ongoing COVID-19 pandemic.

To reach these customers, Beams has also launched a virtual shopping experience as part of the Virtual Marketplace 2021, featuring winter clothing focused on classic styles from the revival of the 1970s and other eras that you can view in a virtual preview or with an avatar. Designed by HIKKY, the looks for men and women sell for 3,000 each (tax included).

The gift of giving

If you’re on the hunt for gifts for that special someone this season, stores are currently teeming with perfectly fitting Christmas collections from renowned designers like Vivienne Westwood and Yohji Yamamoto.

If you’re looking for something a little different, however, And Cloud de Milk – the same group that currently owns some of the country’s biggest fashion jewelry brands, Ete and Jouete – might well be worth a look.

And Cloud offers a range of jewelry that is both ethical and gender-neutral.  |  AND CLOUD
And Cloud offers a range of jewelry that is both ethical and gender-neutral. | AND CLOUD

And Cloud aims to be ethical and genderless, and also manages to deliver a layered chain aesthetic that doesn’t seem in danger of falling into vogue.

The retailer also accepts voluntary donations to environmental programs, making the purchases even more meaningful.

Coming from such a big player in the Japanese costume jewelry industry, he clearly marks a change in values.

And Cloud is currently only available online.

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